Alexa Chung's Villoid expands into e-commerce

Alexa Chung’s fashion app Villoid has announced its expansion into ‘hyper curated shopping’ with the launch of a revamped site and online stores.

Image: VilloidThe styleboard app, launched by the British model, fashion designer and 'it girl' in 2015, introduced on 1 December a new feature which lets style influencers sell direct to their fans and the public.

Influencers will be able to open and curate their own web shops within the platform, reaching users in over 180 countries with products they love and wear from the 4,000 brands stocked by the site. The platform will effectively become a marketplace, with curators earning a commission on everything they sell.

The app had previously given access to shopping lists curated by influencers, providing insights into the latest trends before they became mainstream, but users had to go to the brands’ websites to purchase the items.

CEO and co-founder Karin Kaellman said: “In the two years since our launch, we have developed a strong international brand, a solid tech platform, a stream of magnificent brands applying to become part of our ecosystem - and most importantly a warm community of women of all ages, persuasions and locations.

“It was only natural that we strap on our working gloves and build this new angle to our platform - to give our fans what they’ve been calling for - an accessible, personalized and hyper curated shopping experience with a nifty buy button. Killing three birds with one stone, we simultaneously allow style influencers to side-step the typical hassles of opening their own stores from scratch, and allow brands to be authentically and organically endorsed by some of the most stylish ladies on the planet.”

Villoid will announce a new ‘shop owner’ every day through December, with Alexa Chung, Gia Coppola, Anna Z Gray and Leith Clark already confirmed.